The presenter - known for his bling, sideburns and deerstalker - was dropped when the station unveiled its new presenting team headed by Clare Balding

Racing con John McCririck is suing TV bosses for £3 million, claiming they sacked him for being too old.

The ex-Celebrity Big Brother star, 72, says he was axed from Channel 4 “without consultation” after a new team fronted by 41-year-old Clare Balding was appointed.

He said today: “I will be seeking £500,000 for loss of earnings, unfair career damage, public humiliation, stress and mental anguish.

“Ageism is illegal. For tens of thousands of employees, it has become the feared scourge of our society.”

McCririck said he would also be seeking further exemplary, punitive damages of £2.5m. He would give part of this to charities fighting workplace prejudice.

The pundit – notorious for his long bushy sideburns, deerstalker hat and sexist comments – was a key feature of Channel 4 racing for 29 years while coverage was provided by independent company Highflyer.

They lost the contract to IMG Sports Media last year.

McCririck also appeared on other Channel 4 shows.

In 2005 he was evicted from Celebrity Big Brother on Day 12. A year later he was paired with Edwina Currie on Wife Swap.

He said: “After 29 years on a rolling annual contract I was sacked without consultation or cogent explanation. I am 72.

“My legal team will call on past and present Channel 4 Racing presenters and production staff, media executives, and journalists to be cross-examined.

“It won’t be pleasant. But that is the price when asserting what is right against entrenched powerful interests.

“I believe it will motivate many workers now living in dread of being axed.”

McCririck was one of a number of presenters dropped – including veteran Mike Cattermole – after IMG Sports Media won the racing contract.

His claim against them and Channel 4 comes after Countryfile presenter Miriam O’Reilly, 55, won an ageism case against the BBC in 2011.

A Channel 4 spokeman said: “We reject the suggestion age discrimination played any part in the decision not to renew his freelance contract.